For those not familiar with the taglines history: "Zo" stems from "Zo. Nu eerst een Bavaria." which comes from the insight that a beer tastes a lot better after you've done hard work to deserve it, thus: "Now, a Bavaria" as the answer to countless funny ads depicting people doing clever or not-so-hard-work to finally deserve the beer.

In Hugh Hefners case, he first need to keep all his lady friends happy all day. Nice work if you can get it.


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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.